Carlsberg, The Danish Way

Carlsberg has launched a £15 million, integrated marketing campaign, 'The Danish Way'. The kooky 30- and 60-s TVC – with VFX by MPC – stars Danish actor Mads Mikkelsen (A Royal Affair) who plays the role of a ‘modern-day Danish philosopher’, cycling through the magical and slightly fantastical streets of Denmark, considering the secrets to his nation’s happiness.

Film craft

Bill McNamara, Creative Director at MPC says: ‘It’s always a great experience helping to bring Martin’s vision to life. We took shots of Mads riding on rooftops and added some magic to the Copenhagen skyline with buildings and slightly surreal features, plus all the details of moving people, busy traffic in the streets, smoke, atmospherics and twinkling lights.’